Morales, Luis Emilio

Griffith, Garry

Wright, Victor

Fleming, Euan

Umberger, Wendy

2010

Beef consumers in Australia have shown differences in their preferences for products and sensitivity to price. This can be explained by the characteristics and influences of each consumer and the effect on expected quality of cues related to health, production process and eating experience. Eating experience is difficult to predict as consumers generally do not have enough information to form reliable expectations. In this context, branded beef can help to signal quality and reduce the degree of uncertainty that consumers experience when shopping. Research has detected premiums for branded beef cuts, where product attributes related to specific preferences had more influence than income and other consumer characteristics. Focus-group research, reported in this paper, has identified different segments, premiums for preferred products and the potential for large-scale differentiation and branding in the Australian market.

Bridging the Gap between Ideas and Doing Research: Proceedings of the 4th Annual Postgraduate Research Conference, p. 185-210

1921208244

9781921208249

https://hdl.handle.net/1959.11/13393

en

University of New England

Consumers' Characteristics and Preferences in the Australian Beef Market

Conference Publication

Publication